An Information Interface for Corporate Identity System

The purpose of this design research is to develop a system to help users understand how Corporate Identity Systems (CISs) are developed. It is intended for designers, marketing professionals, and design clients. Within CIS, design is one of the most important elements. Trademarks, or logos, represent a set of values, ideas and often also emotions about an enterprise’s image. Using the capacities of new media technology and advanced design, the design research will develop an information interface that categorizes and analyses existing CISs. This will enable users to understand the complex issues involved in managing their own CIS, including the briefing of designers. The wealth of information on CISs on the web site will be an invaluable aid for those involved in CIS decision-making. To explore the above issues, this design research will collect the top fifty finance company’s logos as example in this study to comprehensive investigation. First, through a questionnaire survey, it will summarize that the most expected 10 logo images to be perceived in finance company. Then the samples were presented to subject to make various evaluations. Through analysis of semantic differential, cluster analysis, and multi-dimensional scaling analysis, the perception of logo images were revealed and a perceptual of these logo images were derived. These findings can be further applied not only to establish the desire image in designing CIS, but also to shorten the perceptual gap between designers and users. In this research, the CIS will be applied to different products (business cards, letterhead, information material etc.) and can easily be indexed through databases and search engines on the web. Using advanced design skills the diverse information and analysis represented in the CIS database will be presented in ways that are both coherent and sophisticated. Keyword: Multi-Dimensional Scaling, Cluster Analysis, Semantic Differential.